published 10 Aug 2026
‘Saving is in’ – ING unveils new campaign that celebrates savvy savers
ING, Australia’s most recommended bank*, has partnered with Ogilvy to launch ‘Saving is in’, a new campaign supporting the launch of ING Savings Booster, the bank’s flagship savings account.
The ING Savings Booster is the first major evolution of ING’s savings proposition since 2008. New to ING savings customers can earn up to 6.00% p.a. variable rate on balances up to $500,000 for the first four months when they grow their balance by $100 or more by the end of each month.
Twenty-seven years ago, ING helped reshape banking in Australia with the country’s first high-interest, fee-free online savings account. ING Savings Booster builds on that heritage by rewarding customers for consistently growing their savings.
The launch campaign reflects insights from ING’s Sense of Us research, which found that saving is becoming increasingly aspirational for Australians. Among singles, 41% say they find someone more attractive if they stick to a budget, while 46% are drawn to people who save consistently.
“Our research shows that smart money habits have become a major green flag for Australians,” said Carly Yanco, Chief Marketing Officer, ING Australia. “Aligned to this insight, the ‘Saving is in’ campaign celebrates relatable saving behaviours and seeks to make saving as culturally relevant and irresistible as spending.”
The campaign’s hero film, developed with Ogilvy, follows a first date where savvy saving proves desirable. After revealing he’s already achieved his monthly savings goal and requesting the mid-week discount, both his date and the waiter deliver the same verdict: “Marry me.”
Head of Brand for ING Australia, Lily Lange, said she wanted the campaign, and the TVC at its heart to “find that wonky ING take on the genuine joy and everyday triumph of reaching personal savings milestones.
For years, spending got all the glory while saving sat quietly on the sidelines. This campaign flips that script. We wanted to show that there’s something undeniably attractive about having your finances sorted, with the ING Lion adding his own cheeky seal of approval.” said Lange.
“The ‘first date’ scenario was the perfect stage – taking a high-stakes, historically awkward social situation and turning a smart financial move into a moment of genuine pride and connection. By pairing this cultural truth with ING’s signature personality, the campaign celebrates savvy savers and shows that being smart with your money is not just sensible – it’s actually a very attractive look.” said Max McKeon, Executive Creative Director, Ogilvy.
The ‘Saving is in’ campaign will extend beyond financial compatibility in romantic settings, shining a light on savings mindsets – from holding a standoff with a parking warden to stall entry until free parking starts, to buying Christmas decorations in bulk during winter sales periods months ahead of the festive season.
The ‘Saving Is In’ campaign has rolled out across OOH, TV and social media, airing on 9th August 2026 during The Block on Channel 9 and 9Now.
Credits:
- ING
- Ogilvy
- Ogilvy PR
- WPP Production
- UM
- Kantar
Notes to editors
About the ING Savings Booster
ING Savings Booster is available to eligible new and existing ING customers. The Welcome rate is available to new to ING savings customers.
An active and unrestricted Orange Everyday held in the same name(s) as the Savings Booster is required. The ING Savings Booster is available through the new ING app (‘Do your thing’ in Google and iOS app stores) and online banking.
You can only make withdrawals from your ING Savings Booster to another ING account you hold (individually or jointly with another person) that is enabled to receive funds from your Savings Booster (such as an Orange Everyday account)
- Customers cannot hold more than one Savings Booster account in the same name.
- The combined total deposits in all your Savings Booster account(s) shouldn’t exceed $5 million, whether account(s) are in individual or joint name(s).
- Current rates and eligibility criteria are set out in the Savings Booster Rates Schedule.
Any advice on this website does not take into account your objectives, financial situation or needs and you should consider whether it is appropriate for you. Before making any decision in relation to Savings Booster or Orange Everyday you should read the Savings Booster Terms and Conditions and Savings Booster [Rates Schedule], the Orange Everyday Terms and Conditions booklet and Everyday Banking Fees & Limits Schedule, and the product Target Market Determinations. To view these documents you may need Adobe Acrobat. Products are issued by ING, a business name of ING Bank (Australia) Limited ABN 24 000 893 292, AFSL and Australian Credit Licence 229823.
Products are issued by ING, a business name of ING Bank (Australia) Limited ABN 24 000 893 292, AFSL and Australian Credit Licence 229823.
**This study was conducted online between 7th – 15th July 2026. The sample is comprised of a nationally representative sample of 1034 single Australians aged 18 years and older.
About ING
*ING is Australia’s #1 bank 2026, awarded by Forbes and Australia’s most recommended bank according to RFI Global’s Consumer Atlas Survey, July – December 2025 (n = 29,246) when compared to customers of the 10 largest ADIs operating in Australia amongst AFR customers. ING is Australia’s fifth largest main financial institution (MFI) with 5% market share according to RFI Global’s Consumer Atlas Survey, July – December 2025 (n = 29,246). MFI is defined as the bank that the consumer says is their main financial institution.
All information in the ING Newsroom is accurate at the time of publication.